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Tuesday, June 18, 2013

80 YEARS OF LACOSTE

Rene Lacoste was nicknamed the “Alligator” by the American press and fans after winning the Davis Cup and for his tenacity on the court. As a player, Lacoste went against traditional on-court fashion, opting to compete in short-sleeved knit shirts rather than dress shirts. He sensed that there was a market for this look. So in 1933, Lacoste founded La Société Chemise Lacoste with André Gillier who was the President of the largest French knitwear manufacturing firm of that time. The company produced the tennis shirt which Lacoste often wore when he was playing, which had a crocodile (often thought to be an alligator) embroidered on the chest. Rene also wore the logo-embroidered shirt outside the tennis court.

The shirt revolutionized men’s sportswear and replaced the woven fabric, long – sleeved, starched classic shirts. The first Lacoste shirt was white, slightly shorter than its counterparts, had a ribbed collar, short sleeves with ribbed brands and was made of a light knitted fabric called “Jersey petit pique”.

By 1950, Lacoste's shirts, with its signature crocodile emblem on the left breast, entered the U.S. market.
the
tennis shirt was later introduced for the golf market, and Lacoste became a
marker for the upscale, easy luxury of the country club. In 1951, the company began to expand as it branched from
"tennis white" and introduced color shirts. In 1952, the shirts were
exported to the United States and advertised as "the status symbol of the
competent sportsman," influencing the clothing choices of the upper class.Lacoste was sold at Brooks Brothers until the late 1960s. It is still
one of the most popular brands in the United States, sporting the "preppy
wardrobe".

While sales steadily climbed for Lacoste, it wasn't until the 1980s that demand exploded as the Lacoste name and symbol became synonymous with high status. The revival in preppy fashion gave the Lacoste polo shirt mass appeal.
Worn untucked or with the collar popped, this was and continues to be a style
that can be adapted for any demographic. The Lacoste brand became the signature 1980s "preppy" wardrobe item, even
getting mentioned in Lisa Birnbach's “Official
Preppy Handbook” in 1980. The company also began to introduce other products
into their line including shorts, perfume, optical and sunglasses, tennis shoes,
deck shoes, walking shoes, watches, and various leather goods.

Lacoste's popularity has surged due to French designer Christophe
Lemaire’s work to create a more modern, upscale look. In 2005, almost 50
million Lacoste products sold in over 110 countries. Its visibility has
increased due to the contracts between Lacoste and several young tennis
players, including American tennis starsAndy Roddick and John Isner, French rising young prospect Richard
Gasquet and Swiss Olympic gold medalist Stanislas Wawrinka. Lacoste has also
begun to increase its presence in the golf world.

In 2011 Portuguese Designer Felipe Bautista became the new
Creative Director for the brand. He
presented his first collection for Lacoste on New York Fashion Week
Spring-Summer 2012. Felipe moves the
brand forward by balancing French chic and urban street wear.

LACOSTE SPRING-SUMMER 2002

LACOSTE SPRING-SUMMER 2004

LACOSTE SPRING-SUMMER 2006

LACOSTE SPRING-SUMMER 2007

LACOSTE SPRING-SUMMER 2008

LACOSTE FALL-WINTER 2008

LACOSTE SPRING-SUMMER 2009

LACOSTE FALL-WINTER 2009

LACOSTE SPRING-SUMMER 2010

LACOSTE FALL-WINTER 2010

LACOSTE- SPRING-SUMMER 2011

LACOSTE SPRING-SUMMER 2012

LACOSTE FALL-WINTER 2012

LACOSTE FALL-WINTER 2013

LACOSTE SPRING-SUMMER 2013

LACOSTE FALL-WINTER 2014

LACOSTE LAB

Lacoste Lab is a project that revives an
integral part of the brand’s DNA which is the tradition of innovation.

The
LACOSTE LAB products are the results of collaborations between LACOSTE and major
partners with whom they develops ideas and skills. LACOSTE LAB steers
the brand toward the future by constantly
experimenting with fresh materials and unique designs.

2012 LACOSTE LAB BIKE

LACOSTE LAB GOLF CLUBS

LACOSTE LAB GLOVES

LACOSTE LAB HELMET

LACOSTE LAB ROLLERS

LACOSTE LAB SKI

LACOSTE LAB SKI

LACOSTE LAB SWIMSUIT

LACOSTE LAB RAQUET AND BALLS

2013LACOSTE LAB GOGGLES

LACOSTE LAB JET HELMET

LACOSTE LAB SNOW BOARD

LACOSTE LAB SKI HELMET

LACOSTE LAB VOLLEY BALL

LACOSTE FUTURE

5 years ago in celebration for their 75th Anniversary LACOSTE imagined how will tennis be played in the future

Now for their 80th year the created a film that envision what will be the polo shirt of the future would look like.